- Author｜NetEase Technology
- Source｜NetEase
- Release time｜2021-01-27
China-Singapore Jingwei Client, January 26. According to the Wall Street Journal's Chinese website on the 26th, Google is pushing ahead with a plan to remove a widely used tracking technology from its Chrome web browser.
The Alphabet subsidiary said on Monday that it has made progress on what it calls privacy-friendly alternatives that may replace third-party cookies. However, many of Google’s advertisers and other companies use third-party cookies to track individual browsing habits on the site, and in view of this they have made many complaints.
Google said that the current test of a technology has achieved positive results. The technology can analyze the browsing habits of users on their own devices without sending sensitive data to a central server. A Google spokesperson pointed out that this result means that the company is still expected to stop supporting such cookies in Chrome next year as planned, when new alternative products are expected to be ready.
The report pointed out that the data provided by third-party cookies is very valuable to advertisers and can be used to deliver targeted advertisements, measure the effectiveness of advertisements, and prevent fraud. But this way of tracking personal browsing habits has long been a privacy concern, which prompted Google to announce last year that it would phase out this technology in 2022.
At the beginning of 2020, the official Google Chrome blog announced that in order to improve user privacy and security, in the next two years, Google will phase out third-party cookies on the Chrome browser.
Justin Schuh, head of Chrome engineering, explained, “Users have higher requirements for privacy, including transparency, choice, and control over how their data is used. The web ecosystem needs to evolve to meet these growing demands.”
It is worth noting that due to privacy issues, Google has encountered many lawsuits and even fines in recent years.
On January 21, 2019, the French National Information and Freedom Commission announced that due to Google’s mandatory collection of user information, it did not correctly disclose to users how to collect data through its search engine, Google Maps, and YouTube to display personalized advertisements. France will He was fined 50 million euros. The French National Information and Freedom Commission believes that this violates the EU General Data Protection Regulation that came into effect on May 25, 2018. The penalty is also the first fine issued after this regulation takes effect.
In March 2020, Google was fined 8 million U.S. dollars in Sweden. Sweden believed that Google violated the data protection law and did not comply with the relevant provisions of the General Data Protection Regulation. In December 2020, the French National Information and Freedom Commission announced that Google and its affiliates would be fined 100 million euros for collecting user traces on the Internet without consent.
